Carter's Refreshes Brand Identity for a New Generation
Carter’s has revealed an evolution of its brand – led by a new brand promise to ‘let every child’s light shine’.
This new identity is designed to celebrate children’s individuality and better cater to a new generation of parents, and comes with a new visual identity – with additional retail, product and packaging elements to come in 2027.
The first major marketing for this new brand messaging is the company’s ‘Watch them Glow’ spot – a 60-second campaign film.
“Today’s parents aren’t raising kids to fit in. They’re raising them to be exactly who they are,” says Sarah Crockett, Chief Marketing Officer of Carter’s. “So we didn't build a new brand. We found the one that's been here all along – 161 years of showing up for families – and gave it room to grow… or some may say GLOW.”
We didn't build a new brand. We found the one that's been here all along."
A renewed brand promise
Carter’s brand promise of letting children shine is reflected in its refreshed visual identity.
A new shooting star has replaced the apostrophe in the Carter’s logo, while the typography has been updated – with the company taking inspiration from earlier Carter’s logos. This, Carter’s says, is designed to connect the brand’s 161-year heritage with its direction for the future.
The company’s ‘Watch them Glow’ ad spot supports this new identity, which is designed to show what can be possible when “those individual lights are encouraged to shine”. This campaign is set to debut across connected TV (CTV) from September 2026 to December 2026 on Nexxen, Roku, Disney+, Hulu and other platforms, as well as Carter’s own social channels.
Combined, this renewed brand promise, refreshed brand identity and campaign are designed to build on the pre-existing brand loyalty Carter’s has built over the years, while making it more relevant to the next generation of families.
Meeting customers where they are
This brand evolution comes as approaches and experiences of raising children continue to change.
According to research from Pew Research Center, nearly half (44%) of US parents say that they are intentionally raising their children differently to the way that they were raised, with accepting children for who they are and encouraging them to follow their own path a leading theme for many Gen Z and Millennial parents.
These changing dynamics, Carter’s says, have helped its evolution, with the company designing and creating products that meet the needs of this new generation of parents to give children more room to explore and grow.
“Carter’s has had a front row seat to childhood for 161 years, and that has taught us something pretty simple: Kids arrive with a light and a uniqueness entirely their own,” says Sarah. “You see it in their curiosity, their imagination, their personalities and all the wonderfully unexpected ways they express themselves.
“Our role isn’t to create that light for them. It’s to recognise it, encourage it and give it room to shine. This evolution is about taking the trust we’ve earned through generations of helping families and putting it to work in new ways.”
- Carter's has a 161-year history.
- Additional retail, product and packaging elements will roll out in 2027.
- The flagship 'Watch them Glow' campaign film is 60 seconds long.
- The campaign will air on connected TV platforms between September 2026 and December 2026.
- According to Pew Research Centre, 44% of US parents intentionally raise their children differently to how they were raised.
Who are Carter’s key partners?
- Amazon: Collaborating closely with Amazon has allowed Carter’s to dominate digital sales channels effectively. Through dedicated exclusive lines like Simple Joys, this commercial partnership used storefront infrastructure to reach millions of families worldwide.
- Walmart: Walmart serves as one of Carter's most vital physical wholesale customers. By developing bespoke product lines such as Child of Mine, the company secures prominent shelf space across thousands of superstores.
- Salesforce: Carter’s uses the Salesforce Commerce Cloud platform to power its multi-brand digital storefronts and e-commerce ecosystem.
- Target: As a major wholesale partner, Target plays a central role in distributing dedicated product lines to mainstream consumers. Through the popular Just One You sub-brand, the clothing manufacturer accesses Target's extensive store network and digital channels. This collaborative relationship relies on shared merchandising strategies to capture market share, offering premium design quality at accessible price points for modern growing families.
Company portals
Executives
Sarah Crockett
Chief Marketing Officer
